Consumers across generations say they’re willing to spend more on sustainably made goods.

Consumers increasingly want to buy from companies that are serious about sustainability, but those efforts need to be sincere and clearly stated. Research shows that end-users are looking to brands to cut back on plastic packaging and clearly label the environmental claims they’re making. Those expectations are set against a stark backdrop where only a small percentage of products are recycled or reused, and the vast majority still ends up in landfills.

The circular economy, where products are reused or remade rather than trashed at the end of their original lifecycle, is still in its infancy, but these eye-opening statistics share a roadmap of some of the things that need to change to help businesses kickstart circularity.